Girl Scouts of the USA · 6 hours ago
Senior Director, CRM and Digital Engagement
New York, NY, US
Full-time
Hybrid
Director/Executive
$109K/yr - $180K/yr
10+ years expGirl Scouts of the USA is a leading organization focused on leadership development for girls. The Senior Director, CRM and Digital Engagement will lead the strategy and execution of CRM, digital marketing, and customer engagement programs to enhance customer acquisition, retention, and lifetime value for Girl Scout Merchandise.
Non Profit
Responsibilities
Develop and lead a comprehensive CRM strategy that enhances retention, reactivation, and lifetime value of members, caregivers, and volunteers
Drive segmentation, personalization, and automated journey development across email and other channels
Collaborate with internal partners to improve data infrastructure and ensure insights drive targeting and engagement
Align lifecycle marketing with national membership and program engagement journeys
Lead multi-channel digital campaigns that drive awareness, conversion, and engagement across the member and shopper journey
Own the marketing and promotional calendar, aligning with product launches and Girl Scout events
Optimize campaign performance through A/B testing, analytics, and continuous improvement
Oversee campaign creative, content, and channel strategy in alignment with merchandising goals and seasonal priorities
Use A/B testing and analytics to optimize messaging, audience targeting, and conversion rates
Partner with analytics teams to measure and refine strategies based on customer behavior and funnel performance
Ensure robust digital tracking and attribution across all CRM and marketing touchpoints using GA4, Looker, and similar tools
Translate analytics into actionable insights that inform marketing strategy and improve engagement metrics
Lead SEO/GEO and SEM strategy to drive visibility and traffic, in partnership with internal and external teams
Partner with Councils to accelerate eCommerce growth and strengthen digital marketing, CRM, and merchandising capabilities
Lead strategies that help Councils expand Council-Own product sales on girlscoutshop.com and drive incremental online revenue
Develop playbooks, training, and toolkits to build Council expertise in digital engagement, analytics, and merchandising best practices
Empower Councils through ongoing workshops and peer-learning communities that promote collaboration, innovation, and shared success
Lead a cross-functional team focused on CRM, email marketing, analytics, and content
Foster a culture of collaboration, curiosity, and continuous learning
Partner closely with Creative, Merchandising, Operations, Analytics & Insights, and Technology teams to ensure alignment and seamless execution across digital touchpoints
Qualification
Required
Extensive digital marketing and CRM leadership experience (10+ years) with a proven track record of driving engagement, conversion, and retention across multi-channel (email, SMS, paid, and owned) ecosystems
Deep expertise in CRM strategy and marketing automation, including segmentation, personalization, lifecycle marketing, and customer journey optimization. (Salesforce, Adobe, or comparable platforms preferred.)
Strong understanding of digital funnel optimization and data-driven decision-making—able to translate analytics into actionable strategies that drive measurable growth
Experience leading digital campaigns and content strategies that align to business goals and build loyalty across diverse customer and member segments
Hands-on experience with SEO, SEM, and digital analytics tools (GA4, Looker, etc.), with the ability to extract insights and guide performance improvements
Proven success collaborating across creative, merchandising, and technology teams to align CRM and marketing efforts with broader organizational objectives
Demonstrated leadership ability (7+ years people management experience) with a record of mentoring and developing high-performing teams
Exceptional communication and project management skills, with the ability to manage complex initiatives, influence cross-functional partners, and deliver results in a fast-paced, collaborative environment
Financial and strategic acumen, including experience managing marketing budgets, prioritizing investments, and tracking ROI
Mission-driven mindset, with enthusiasm for advancing Girl Scouts' brand relevance and engagement through modern, meaningful digital experiences
Office 365 or similar suites
Competency in PowerPoint or similar presentation software
Competency in Microsoft Excel or similar software
Netsuite, Adobe or similar E-Commerce platform experience
Email provider experience
Fluency in Google Analytics / GA4
Fluency in Looker or similar data analytics software
Salesforce experience
Bachelor's degree or equivalent experience
Ten (10) years prior experience in a senior-level management or staff position with responsibility over multidisciplinary functions
Business, Marketing, Digital Marketing, Omni-channel Marketing or related field required
Benefits
Paid Time Off: GSUSA offers 20 days of paid time off, 2 floating holidays, as well as 9 workplace holidays per year. GSUSA staff also enjoy a paid holiday year-end office closure between Christmas and New Year's.
Medical and Behavioral Health Coverage
Plan options with individual and family coverage which includes wellness, hospitalization, and fertility assistance.
Both plans include GSUSA partial subsidy of premium costs
Dental and vision coverage
Health Savings Accounts (HSAs) and Flexible Spending Accounts (FSAs) including Health, Dependent Care, and Limited FSA for those with Health Savings Accounts
Company-paid life insurance
Flexible work arrangements
12 weeks of paid parental leave
401(K) with company match
Sick leave
Short- and Long-Term Disability for salary continuation
Health and Wellness Classes and Activities throughout the year
Company
Girl Scouts of the USA
We Are Girl Scouts. Girl Scouts bring their dreams to life and work together to build a better world.
201-500 employees
Funding
Current Stage
Growth StageTotal Funding
$30MKey Investors
Lilly Endowment
2024-12-09Grant· $30M
Leadership Team
Alison Granito
Senior Director, Brand Strategy
Danielle Shockey
Chief Experience Officer
Recent News
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